WHAT BUSINESS ARE YOU REALLY IN?
To you, your brand may have quite a compelling message. But in a world of commoditization and information overload, even the most compelling message will be hard-pressed to get attention.
The best way to overcome this is not to push your message out more, but to ask yourself: What is it that your product or service is doing for your consumer beyond the obvious problem/solution?
What business are you really in?
So, what is it you’re really selling? Supplements or empowerment? Information or confidence? Tools or imagination? Content or Inspiration? Software or peace of mind?
How can you adjust your tone, conversation, messages or communication ideas to sell THAT? Because “that” is where the magic happens.
As easy as it may sound, most leaders don’t ever ask themselves that question. And the answer remains locked away in a black box until someone comes along and lets the spirit and soul of the brand come out.
AIRBNB: SELF ACTUALIZATION, NOT LODGING
Airbnb has a simple, yet profound, perspective of what business they’re in. Unlike VRBO, Hotels.com, Trivago or nearly any other portal for finding lodging, Airbnb is selling personal exploration and growth, not rooms, prices, and deals.
Airbnb is tapping into modern consumers’ desires for experiences over things.
“Travel is not about where you go, it’s about who you can become.” – Brian Chesky, Co-Founder Airbnb
That’s it. That’s the “that.” Now contemplate “that” for a few minutes. What kind of statement can you make like that about your business?